Brand Tone

Uplifting and Optimistic, Authentic and Genuine, Community-Oriented, Purpose-Driven, Friendly and Approachable, Warm and Inviting

Brand Values

• •Social Responsibility/Impact
• •Quality
• •Community
• •Happiness/Joy ("All Be Happy")
• •Authenticity
• •Fairness

Best Practices

• •Always Circle Back to "All Be Happy" and Purpose: Ensure that the underlying message of joy, community, and positive impact is woven into communication, even in simple product descriptions or social media updates. The "why" behind the brand is its strongest asset.
• •Use Inclusive and Uplifting Language: Employ words that inspire, connect, and create a sense of shared purpose. Avoid overly technical jargon or exclusive terminology. Focus on terms like "together," "community," "support," "joy," and "opportunity."
• •Maintain Authenticity and Transparency: Speak genuinely about the coffee, the mission, and the people involved. Share real stories and impacts. If Hugh Jackman is featured, ensure his voice aligns with the brand's established warm and genuine tone.
• •Balance Product and Purpose: While the mission is key, remember that customers are also buying coffee. Ensure the copy effectively communicates the quality, flavor profiles, and benefits of the coffee itself, seamlessly linking it to the broader social impact.
• •Engage with a Human Touch: Respond to comments and messages with warmth and personality. Reflect the friendly, approachable nature of the brand in all interactions, making customers feel like part of the Laughing Man community.

Social Perception

Positively Associated with Hugh Jackman, Seen as Ethical and Mission-Driven, High-Quality Coffee, A "Feel-Good" Brand, Inspiring

Copy Examples

• •Instagram Post (Image: Smiling coffee farmer holding coffee cherries): Sip by sip, we're brewing change together. ☕❤️ Every cup of Laughing Man Coffee helps support incredible farmers like [Farmer's Name] and their communities. It’s more than just coffee, it's a cupful of opportunity. #LaughingManCoffee #AllBeHappy #FairTrade #CoffeeWithACause #Community
• •Website Banner (Hero image: A cozy coffee moment): Start Your Day with Purpose. Delicious Coffee, Meaningful Impact. All Be Happy.
• •Facebook Ad (Video: Short montage of coffee brewing, community projects, Hugh Jackman smiling): More than just a great cup of coffee. Laughing Man is a promise – a promise of Fair Trade for farmers, a brighter future for their families, and a moment of pure joy for you. Join us. Let's All Be Happy. Shop Now & Make a Difference!
• •Product Description (For a new coffee blend): Meet our new [Blend Name]! Crafted with care from beans sourced directly from our partner farms in [Region], this blend offers [flavor notes, e.g., rich notes of chocolate and a hint of citrus]. Every delicious sip contributes to the Laughing Man Foundation, empowering coffee communities to thrive. Brew good, do good, feel good. All Be Happy.
• •Tweet: That first sip of morning coffee just hits different when you know it's #FairTrade and supports amazing coffee farming communities. ✨ What's in your @laughingmanco mug today? #AllBeHappy #MorningRitual #MakeADifference